Matching and attribution of user device events

ABSTRACT

A method includes receiving first event data from a device, the first event data including a first identifier (ID) that identifies the device, web browser metadata, and data associated with an application state. The method includes generating a first persona including the first ID and a first event identifier that identifies a first user action. The method includes receiving second event data, the second event data including device metadata and a second ID that identifies the device. The method includes generating a second persona based on the second event data, the second persona including the second ID and a second event identifier that identifies a second user action. Additionally, the method includes determining that the first and second personas are associated with the device based on matches between the browser metadata and device metadata and transmitting a response to the device configured to route the device to the application state.

CROSS-REFERENCE TO RELATED APPLICATIONS

This application claims the benefit of U.S. Provisional Application No.62/502,816, filed on May 8, 2017. The disclosure of the aboveapplication is incorporated herein by reference in its entirety.

FIELD

The present disclosure relates to providing analytics and linkingfunctionality across multiple computing platforms.

BACKGROUND

Software developers can develop websites and applications that areaccessed by users on a variety of different platforms, such as differentcomputing devices and operating systems. Example websites/applicationsmay include e-commerce applications, social media applications, andbusiness review applications. In some cases, the websites andapplications can include similar content. Some software developers maywant to persuade users to download and use their application, as theirapplication may provide a more custom/advanced user experience thantheir website. For similar reasons, developers may want to direct usersinto their application from other locations, such as their website orother websites. Developers may acquire analytics regarding theacquisition and usage of their websites and applications so that theycan gain a better understanding of how their application is acquired andused on the different platforms.

SUMMARY

In one example, the present disclosure is directed to a methodcomprising receiving first event data from a user device generated inresponse to a first user action on a web browser of the user device. Thefirst event data includes a first device identifier (ID) that identifiesthe user device, web browser metadata, and data associated with anapplication state. The method further comprises generating a firstpersona data object based on the first event data, the first personadata object including the first device ID and a first event identifierthat identifies the first user action. The method further comprisesreceiving second event data from the user device generated in responseto a second user action on an application installed on the user device.The second event data includes device metadata and a second device IDthat identifies the user device. The method comprises generating asecond persona data object based on the second event data, the secondpersona data object including the second device ID and a second eventidentifier that identifies the second user action. The method furthercomprises determining that the first persona data object and the secondpersona data object are associated with the user device based on matchesbetween the web browser metadata and the device metadata. Additionally,the method comprises transmitting a response to the user deviceincluding routing data configured to route the installed application tothe application state associated with the first event data.

In one example, the present disclosure is directed to a methodcomprising generating, at a computing device, a first data object thatincludes a first device identifier (ID) and web browser metadata thatare associated with a web browser application on a user device. Themethod further comprises generating a second data object that includes asecond device ID and device metadata that are associated with aninstalled application on the user device. The method further comprisesdetermining a matching score based on the web browser metadata and thedevice metadata. The matching score indicates that the first device IDand the second device ID are likely associated with the user device. Themethod further comprises receiving web event data from the user devicethat is generated in response to a user action on the web browserapplication. The web event data includes the first device ID andincludes data associated with an application state. The method furthercomprises receiving application event data from the user device that isgenerated by the installed application. The application event dataincludes the second device ID. Additionally, the method comprises, inresponse to receiving the application event data and determining thematching score indicates that the first and second device IDs are likelyassociated with the user device, transmitting a response to the userdevice including routing data configured to route the installedapplication to the application state associated with the web event data.

In one example, the present disclosure is directed to a systemcomprising one or more storage devices and one or more processing units.The one or more storage devices are configured to store a first dataobject and a second data object. The first data object includes a firstdevice identifier (ID) and web browser metadata that are associated witha web browser application on a user device. The second data objectincludes a second device ID and device metadata that are associated withan installed application on the user device. The one or more processingunits are configured to execute computer-readable instructions thatcause the one or more processing units to determine a matching scorebased on the web browser metadata and the device metadata. The matchingscore indicates that the first device ID and the second device ID arelikely associated with the user device. The one or more processing unitsare configured to receive web event data from the user device, the webevent data generated in response to a user action on the web browserapplication. The web event data includes the first device ID and dataassociated with an application state. The one or more processing unitsare configured to receive application event data from the user devicethat is generated by the installed application, the application eventdata including the second device ID. In response to receiving theapplication event data and determining the matching score indicates thatthe first and second device IDs are likely associated with the userdevice, the one or more processing units are configured to transmit aresponse to the user device including routing data configured to routethe installed application to the application state associated with theweb event data.

BRIEF DESCRIPTION OF THE DRAWINGS

The present disclosure will become more fully understood from thedetailed description and the accompanying drawings.

FIG. 1 illustrates an environment that includes an attribution system incommunication with a user device, a partner device, and external datasystems.

FIG. 2 illustrates partner integration with the attribution system via apartner interface system.

FIG. 3 is a functional block diagram that illustrates exampleinteractions between a user device, an external data system, andcomponents of the attribution system.

FIG. 4 illustrates a method describing interaction between the userdevice and components of the attribution system.

FIG. 5 illustrates more detailed examples of the event handling system,link system, and persona system.

FIG. 6A illustrates an example system link data object.

FIG. 6B illustrates an example persona data object.

FIG. 7 illustrates an example method for generating and updating personadata objects in the persona data store.

FIG. 8 is a functional block diagram that illustrates generation andupdating of persona data objects in the persona data store.

FIG. 9 illustrates an example method for matching persona data objectsand attributing an event within a persona data object to a prior eventin another persona data object.

FIG. 10 is a functional block diagram that illustrates a personamatching module matching two persona data objects.

FIG. 11 illustrates a method describing how the user device andattribution system handle the selection of a system link by a user.

FIG. 12 illustrates an example method describing operation of a userdevice and the attribution system when an application is opened on theuser device.

FIG. 13 illustrates an example method describing operation of a userdevice and the attribution system in the scenario where a user accessesa partner's webpage.

FIG. 14 illustrates an example method describing operation of thepersona system in the scenario where event data includes multiple deviceIDs.

FIG. 15 illustrates an example method describing operation of theattribution system in the scenario where an application installationevent is attributed to a link selection event.

FIG. 16 illustrates an example method describing operation of theattribution system in the scenario where an application open event isattributed to a link selection event.

FIG. 17 illustrates an example method for modifying behavior of anaccessed webpage based on the installation status of an applicationassociated with the webpage.

FIG. 18 illustrates multiple personas that are matched to one another.

FIG. 19 illustrates an example method describing routing of a userdevice based on a determined matching score.

In the drawings, reference numbers may be reused to identify similarand/or identical elements.

DETAILED DESCRIPTION

A persona system 100 of the present disclosure receives event data 300generated by user devices 102 (e.g., mobile computing devices). Userdevices 102 may generate event data 300 while a user is browsingwebsites and/or using an application (e.g., a native application)installed on the user device 102. For example, event data 300 may begenerated when a user opens/closes an application, views a webpage,and/or selects links (e.g., hyperlinks) in an application or on awebpage. The persona system 100 can track events that occur on userdevices 102 over time and attribute the occurrence of some events toprior events. For example, the persona system 100 may attribute theinstallation of an application to a prior user selection of a link, suchas a hyperlink on a webpage or a banner advertisement. As anotherexample, the persona system 100 may attribute the purchase of an item ona website and/or application to a previously selected link. Theattribution functionality provided by the persona system 100 can beuseful to a variety of parties, such as businesses, advertisers, andapplication developers that may wish to monitor performance of theirapplications/websites, and that may pay a fee for the occurrence ofcertain events (e.g., application installs and/or item purchases).Additionally, the attribution functionality provided by the personasystem 100 may also be used by other computing systems described herein(e.g., the event handling system 104) to provide various functionalityto user devices 102, such as routing a user device 102 into anapplication state in response to user selection of a web link.

The event data 300 received by the persona system 100 may include deviceidentifiers (hereinafter “device IDs”) that identify the user devicethat generated the event data 300. For example, device IDs may include astring of alphabetic, numeric, and/or symbolic characters (e.g.,punctuation marks) that can be used to identify (e.g., uniquelyidentify) a user device among other user devices. The persona system 100can use the various device IDs for tracking events (e.g., applicationinstallations, application opens, and link selections) and attributingevents to prior events.

Some device IDs may be associated with a web browser on a user device(e.g., set by a web browser). Device IDs associated with the web browsermay be referred to herein as “web IDs.” Example web IDs may includebrowser cookie IDs, which may be referred to as web cookies, internetcookies, or Hypertext Transfer Protocol (HTTP) cookies.

Some device IDs may be associated with applications installed on theuser device other than the web browser. In some cases, the device IDsmay be operating system generated IDs that installed applications mayaccess. Additional example device IDs may include advertising IDs, whichmay vary depending on the operating system (OS) on the user device.Example advertising IDs may include Apple, Inc.'s Identifier foradvertising (IDFA) which may be used on devices running IOS®, or Google,Inc.'s Google Advertising ID (GAID) which may be used on devices runningthe ANDROID® OS. Another example device ID may be a hardware device ID(e.g., a unique device serial number). Although example device IDsdescribed herein may include web device IDs, advertising IDs, andhardware IDs, the techniques of the present disclosure may be applicableto other types of IDs that can be used to uniquely identify a userdevice.

The persona system 100 stores event data 300 in persona data objects(e.g., at 600 of FIG. 6B), which may be referred to herein as“personas.” Each persona may include data (e.g., a list of events)indicating how a person uses one or more user devices over time. Forexample, a single persona may include data indicating how a person usesa web browser and multiple applications on a single user device (e.g., asmartphone). In a more specific example, a single persona may includedata indicating how a person interacts with a partner's website andapplication. The persona system 100 may store one or more personas foreach user device from which event data 300 is received.

The persona system 100 updates existing personas in response toreceiving event data associated with device IDs that are the same asdevice IDs included in existing personas. The persona system 100 maygenerate a new persona for each event associated with a new device ID(e.g., a new device ID not included in other personas). Since a singleuser device may generate multiple device IDs (e.g., web IDs and/oradvertising IDs), the persona system may store multiple personas for asingle device. For example, with respect to FIG. 8, the persona system100 may store two personas associated with the same user device, whereone persona is associated with a web ID (e.g., a browser cookie ID) andanother persona is associated with another type of device ID (e.g., anadvertising ID). The persona associated with the web ID may represent auser's web browsing on the user device (e.g., browsing on a partner'swebsite and/or other websites). The persona associated with theadvertising ID may represent the user's application usage on the userdevice (e.g., usage across multiple applications other than the webbrowser). For example, the persona associated with the advertising IDmay represent usage of a partner's application and/or other applicationson the user device.

The persona system 100 can include matching functionality thatidentifies different personas (e.g., personas with different device IDs)that belong to the same user device. For example, the persona system 100may match two personas based on data including, but not limited to, theInternet Protocol (IP) addresses of the user devices, OS names, OSversions, device types, screen resolutions, and user identification data(e.g., a username. In one example, the persona system 100 may combinepersona data (e.g., event data) from matching personas into a singlepersona. In another example, the persona system may update the data inone persona to indicate that another persona is likely from the sameuser device. For example, the persona system may update a first personawith a reference to a second persona to indicate that the first andsecond personas are likely from the same user device. A reference toanother persona may be referred to herein as a “persona reference.” Apersona may include one or more persona references, depending on thenumber of personas that are likely from the same user device. In someimplementations, the persona system 100 may combine personas and/orinclude references in personas based on a level of certainty associatedwith the determination that the different personas belong to the sameuser device (e.g., based on a matching score). The persona system 100can use the combined/referenced persona data for making a variety ofdecisions described herein, such as attribution decisions. For example,the persona system can determine that an event is attributable to aprior event. In this example, the persona system may update one or morepersonas to indicate that the subsequent event is attributable to theprior event. In a more specific example, the persona system may includedata in the persona of the subsequent event to indicate that the eventis attributable to a prior event in another persona. The reference toanother event that indicates attribution may be referred to herein as an“attribution reference” or an “event reference.” The references betweenevents may also include the associated matching score. The matchingscores may also be assigned at a level other than the event level, suchas at the device ID level or persona level. For example, a matchingscore may be assigned between a web ID and a device ID (e.g., see FIG.18).

Different personas associated with the same user device may each includedata for one or more events. For example, a persona associated with aweb ID may include data for on one or more web events, and a personaassociated with a different device ID (e.g., an advertising ID) mayinclude data for one or more app events. In a specific example, thepersona system 100 may include a persona for web browsing associatedwith a website (e.g., a partner's website), and include a differentpersona associated with browsing an application (e.g., a differentpartner's application). The personas for the same user device may remainindependent until a time when the persona system 100 determines that thepersonas should be combined or include references to one another.

In some implementations, the persona system 100 may modify personas thatmatch one another (e.g., are likely from the same user device), and thencombine the matching personas at a later time when more data isavailable to indicate that the personas are associated with the sameuser device. For example, the persona system may initially includepersona references in personas based on matches that are determinedusing device/browser metadata (e.g., IP addresses, OS names, OSversions, device types, screen resolutions) and user identificationdata. At a later time, the persona system may receive event data thatindicates that the personas are from the same user device. For example,the persona system 100 may receive an event including multiple deviceIDs (e.g., a web ID and an advertising ID), which indicates thatpersonas associated with the multiple device IDs are from the same userdevice. In this example, the persona system may combine two personasassociated with the device IDs, whereas the two separate personas mayhave previously included persona references to one another. A matchbetween two personas (e.g., two device IDs) based on an event includingmultiple device IDs may be referred to herein as a “strong match.”

The persona system 100 can receive event data from a variety ofdifferent sources. In some implementations, the persona system 100 canreceive event data from an event handling system 104 (e.g., see FIG. 5).The event handling system 104 can receive event data 300 from userdevices, send event data 300 to the persona system 100 for logging(e.g., in personas), and provide event responses 302 to the receivedevent data 300. In some cases, the event handling system 104 canleverage persona data to provide responses to a user device based onpast events generated by the user device, as illustrated by thefollowing example. If a user selects a link for accessing content in anapplication that the user device does not have installed, the personasystem 100 can log the selection of the link and the event handlingsystem 104 can redirect the user to download/install the application.Upon opening the newly installed application, the application cantransmit an event to the event handling system 104, which may also belogged in the persona system 100. The persona system 100 may match thetwo personas and, based on the match, the event handling system 104 candirect the opened application to the content linked to by the previouslyselected link. In this example, the opening of the application andinstallation of the application may be attributed to the selection ofthe link.

In some implementations, the event handling system 104 can communicatewith a link system 106 (e.g., FIG. 5) that generates and stores data foruse in user-selectable links, such as advertisement links and/or linksto shared content. For example, the link system 106 may generate andstore a system link data object (e.g., at 602 in FIG. 6A) that includesa link-system Uniform Resource Identifier (hereinafter “system URI”) andlink data. The system URI may indicate the network location of thesystem link data object (e.g., using a domain/path). The system URI maybe included in a user-selectable link (referred to herein as a “systemlink”) in an application or on a website. Example user-selectable linksmay include hyperlinks, graphical user interface (GUI) buttons,graphical banners, or graphical overlays. In response to selection of asystem link, a user device may access the event handling system 104,which may in turn access the link system 106 in order to prepare aresponse to the user device. For example, in response to receiving asystem URI from a user device, the event handling system 104 canretrieve link data corresponding to the received system URI and performa variety of functions based on the retrieved link data. In one example,the event handling system 104 can redirect the user device based on thelink data (e.g., to download the application or to a default location).In another example, the event handling system 104 may pass the link data(e.g., a discount code, user referral name, etc.) to the user device sothat the user device can act based on the link data. The persona system100 may log the selection of the system links in personas and attempt tomatch the system link selections to other events included in the samepersona or different personas.

In some implementations, a single party (e.g., a business) canown/operate the persona system 100, event handling system 104, and linksystem 106. In these implementations, the single party can provide thefunctionality of the persona system 100, event handling system 104, andlink system 106 to various partners via a partner interface system 108.The persona system 100, event handling system 104, link system 106, andpartner interface system 108 operated by a single party for use by oneor more partners may be collectively referred to as an “attributionsystem 110” (e.g., see FIG. 1).

An example partner is represented by the partner computing device 112(hereinafter “partner device 112”) that the partner may use tocommunicate with the partner interface system 108. An example partnermay be a business that has a mobile application and/or website. Thepartner (e.g., business) may integrate with the attribution system 110in order to add linking and/or attribution functionality to theirapplication/website. The partners may communicate with the partnerinterface system 108 in order to integrate with the attribution system110 and retrieve data from the attribution system 110. For example, thepartner may interface with the partner interface system 108 using adashboard (e.g., a web-based dashboard interface) and/or an applicationprogramming interface (API) provided by the partner interface system108. Although a single partner device 112 is illustrated, a plurality ofpartner devices associated with a plurality of different partners maycommunicate with the partner interface system 108.

The partner can integrate with the attribution system 110 in a varietyof ways. For example, the partner can retrieve application and webmodule components 114, 116 that the partner can modify and include intotheir application(s) and website. The application and web modulecomponents 114, 116 can include computer code that provides features forcommunicating with the attribution system 110 (e.g., the event handlingsystem 104 and the link system 106). As another example, the partnerscan configure operation of the attribution system 110 via the partnerinterface system 108 for their purposes. For example, the partners canconfigure time limits for attribution (e.g., a maximum amount of timebetween two events), which may be referred to as an “attribution timewindow.” The configurations for attributions (e.g., time limits) may bemade on a use-case basis (e.g., install attribution, app openattribution, advertisement attribution, etc.). The partners may alsogenerate system links for inclusion in their applications/websites andor other applications/websites.

The partners may retrieve data from the partner interface system 108indicating how their applications, websites, and links perform (e.g.,how users are using them). Example types of data may include, but arenot limited to, attribution data indicating which events are attributedto other events, app installation data, app usage data, and websiteusage data. Additional types of data may include geographical data(e.g., the location of users using the partner's applications, websites,and/or links). The partner may retrieve data relating to individualevents and/or aggregated data for multiple events.

Although the persona system 100, link system 106, event handling system104, and partner interface system 108 may be operated by a single partyfor use by one or more partners, in some cases, the various systems ofthe attribution system 110 may be operated by different parties. Forexample, the persona system 100 may be operated by a first party (e.g.,a business) independently from the other systems (e.g., the eventhandling system 104, link system 106, and/or partner interface system108). In these cases, the event handling system 104, link system 106,and partner interface system 108 may be operated by one or moreadditional parties. Furthermore, in these cases, the persona system 100may provide services to the other parties, such as logging event data,providing matching data, providing attribution data, and/or providingany other functionality attributed to the persona system herein.

FIGS. 1-19 illustrate features of an attribution system 110 that cancommunicate with a plurality of partner devices 112, a plurality of userdevices 102, and a plurality of external data systems 118. FIGS. 1-5illustrate interactions between a partner device 112, a user device 102,an external data system 118, and an attribution system 110. FIG. 6Aillustrates an example system link data object 602 that may be generatedand stored by the link system 106. FIG. 6B illustrates an examplepersona 600 that may be generated and stored by the persona system 100.FIGS. 7-8, FIG. 14, and FIG. 18 illustrate generating and updatingpersonas in the persona system 100. FIGS. 9-10 illustrate matching andattribution functionality of the persona system 100. FIGS. 11-13, FIGS.15-17, and FIG. 19 illustrate example methods describing operation ofthe user devices 102 and the attribution system 110 for various events,such as link selection events, application open events, applicationinstallation events, and webpage view events.

FIG. 1 illustrates an example environment including an attributionsystem 110 in communication with a partner device 112, a user device102, and an external data system 118 via a network 120. The network 120may include various types of computer networks, such as a local areanetwork (LAN), wide area network (WAN), and/or the Internet.

The environment includes one or more digital distribution platforms 122.The digital distribution platforms 122 may represent computing systemsthat are configured to distribute applications to user devices 102.Example digital distribution platforms include, but are not limited to,the GOOGLE PLAY® digital distribution platform by Google, Inc. and theAPP STORE® digital distribution platform by Apple, Inc. The digitaldistribution platforms 122 may include one or more partner applications124, each of which may include an app module 114 and/or system links126. The digital distribution platforms 122 may also include a pluralityof applications 128 developed by parties other than the partners. Usersmay download the applications 124, 128 from the digital distributionplatforms 122 and install the applications on user devices 102.

The environment includes a plurality of servers 130 (e.g., web servers).The servers 130 may serve websites (or web applications) to the userdevices 102. In some implementations, the servers 130 may serve partnerwebsites 131 to the user devices 102. A partner website may include aweb module 116, as configured by the partner, along with one or moresystem links 126. The servers 130 may also serve other websites 132(e.g., other than those operated by the partners). In some cases, theother websites 132 may include system links 126.

The user device 102 includes an operating system 134 and a plurality ofapplications, such as a web browser application 136 and additionalapplications 138. Example additional applications may include, but arenot limited to, e-commerce applications, social media applications,business review applications, banking applications, gaming applications,and weather forecast applications. Using the web browser 136, the userdevice 102 can access various websites on the servers 130 via thenetwork 120. The user device 102 may also download applications from thedigital distribution platforms 122 via the network 120 and install theapplications.

The environment includes one or more external data systems 118. Theexternal data systems 118 may represent computing systems that provideevent data 300 (“external event data 300-4”) to the attribution system110. The external data systems 118 may be provided by parties other thanthe partners and the operators of the attribution system 110. In someimplementations, the external data systems 118 may be operated bybusinesses that provide data management and analytics services (e.g., tothe partners, the attribution system 110, and other parties). Theexternal data systems 118 may collect additional data (e.g., in additionto the attribution system 118) regarding how users are using thepartners' applications 124 and websites 131. In some cases, the partnersmay use the external data systems 118 to store event data and/or provideanalytics. Example data management providers may include mParticle Inc.of New York, N.Y., and Segment Inc. of San Francisco, Calif.

The external event data 300-4 may include data associated with eventsthat occur with respect to the partners' websites 131 and/orapplications 124. Additionally, or alternatively, the external eventdata 300-4 may be data associated with events that occur on websites 132and applications 128 that are not operated by the partners. In somecases, the external event data 300-4 may include event data that isotherwise not acquired by the attribution system 310 (e.g., via theapp/web modules 116, 114). For example, the external data systems 118may receive additional event data via modules incorporated into thepartners' websites/applications by other parties (e.g., the operators ofthe external data systems 118). The persona system 100 may processexternal event data 300-4 received from the external data systems 118 ina manner similar to event data received from the user devices.

FIG. 2 illustrates partner integration with the attribution system 110via the partner interface system 108. The partner interface system 108includes a partner interface module 200, app and web module components114, 116, a partner configuration data store 202, and a partneranalytics data store 204. The partner interface module 200 providesfunctionality for interfacing with the partner interface system 108.

The partner interface module 200 may provide an interface forintegrating with the attribution system 110. An example GUI provided bythe partner interface module 200 may be referred to as a partnerdashboard (not illustrated). The partner dashboard may include aweb-based interface that includes a variety of GUI elements that assistthe partner in configuring the attribution system 110 and retrievingdata from the attribution system 110. Example GUI elements may include,but are not limited to, various data visualizations, spreadsheets,tables, graphs, selection elements (e.g., drop down boxes and menus),and text input boxes.

The partner may integrate with the attribution system 110 in any of theways described herein via the partner interface module 200 (e.g., thepartner dashboard). For example, the partner may retrieve theapplication module components 114 and/or the web module components 116via the partner interface module 200, such as via the partner dashboardor via a website provided by the operator of the attribution system 110.The application module components 114 may include software libraries andfunctions/methods that may be included in the partner's application 124.The functions/methods may be invoked to provide applications withvarious functionalities described herein with respect to the attributionsystem 110. For example, the functions/methods may be invoked by theapplication to request system links, handle the selection of systemlinks, transmit event data to the attribution system 110 (e.g.,application open events), and handle data received from the attributionsystem 110. The integrated/modified application module components 114included in the partner's application may be referred to as an“application module 114” or an “app module 114.” The partner may uploadthe application 124 including the application module 114 to one or moredigital distribution platforms 122.

The web module components 116 may include software libraries andfunctions/methods that may be included in the partner's website 131. Thefunctions/methods (e.g., JavaScript) may be invoked to provide thewebsite 131 with various functionalities described herein with respectto the attribution system 110. For example, the functions/methods may beinvoked to request system links, handle the selection of system links,transmit event data to the attribution system 110 (e.g., webpage viewevents), and handle data received from the attribution system 110. Theintegrated/modified web module components 116 included in the partner'swebsite 131 may be referred to as a “web module 116.”

The partner may also configure how the attribution system 110 willbehave with respect to the partner application 124, partner website 131,and partner links 126. For example, the partner may configure theattribution system 110 (e.g., using the partner dashboard) byconfiguring which events can be attributed to other events (e.g., whichevents are considered attributable events). For example, the partner mayselect the set of attributable events to include an application openevent, an application install event, a commerce event (e.g., a purchaseevent and/or an add to cart event), and/or other custom events definedby the partner. The partner may also configure the attribution timewindow for the events. The partner configurations may be stored in thepartner configuration data store 202. The link system 106, personasystem 100, and event handling system 104 may operate in apartner-specific manner according to the partner configuration datastored in the partner configuration data store 202.

The partner can request the creation of system URIs from the partnerinterface module 200. For example, the partner can use the partnerdashboard and/or another interface (e.g., an API) provided by thepartner interface module 200 to request system URIs for inclusion intosystem links 126. Using the partner dashboard, the partner may specifyvarious operations and data to be associated with a system URI. Forexample, the partner may specify link analytics data, routing data, andother data. The link system 106 may generate and store a system linkdata object 602 (e.g., FIG. 6A) based on the operations and dataspecified by the partner. For example, the link system 106 (e.g., linkgeneration module of FIG. 5) may generate a system URI and associate thesystem URI with link data generated based on the operations and dataspecified by the partner. The link system 106 may store the system linkdata object (e.g., FIG. 6A) in the link data store (e.g., FIG. 5).

The partner interface module 200 may return the system URI to thepartner. The partner can include the system URIs in the partner'sapplication/website 124, 131 or on another party's application/website,such as in an advertising network. For example, the partner may includethe system URIs in user-selectable system links 126 (e.g., hyperlinks,graphical banners, or graphical overlays). As described herein, thesystem URI may be used by the user device 102 (e.g., web browser 136) toaccess the event handling system 104.

The partner interface system 108 includes an analytics data store 204that stores partner analytics data indicating how the user devices 102interact with the partner's system URIs, the partner's website 131,and/or the partner's application 124. Example data included in thepartner analytics data store 204 may include attribution data indicatingwhich events are attributed to other events, application installationdata, application usage data, and website usage data. Additional typesof data may include geographical data (e.g., the location of users usingthe partners' applications, websites, and/or links). The partner mayretrieve data relating to individual events and/or aggregated data formultiple events. The partner device 112 can access (e.g., view/download)the partner analytics data via the partner dashboard.

FIG. 3 is a functional block diagram that illustrates exampleinteractions between the user device 102, an external data system 118,and components of the attribution system 110. FIG. 4 illustrates amethod describing interaction between the user device 102 and componentsof the attribution system 110, as illustrated in FIG. 3. The user device102, event handling system 104, link system 106, and persona system 100of FIG. 3 may interact according to the method of FIG. 4 as follows.Initially, in blocks 400-402, a user may take an action on the userdevice 102 that generates event data 300 that is transmitted to theevent handling system 104. The generation and transmission of event data300 by the user device 102 in response to a user action may be referredto herein as an “event.” In block 404, the event handling system 104receives the event data 300 and determines how to handle the event data300 (i.e., determines how to handle the event).

In block 406, the persona system 100 logs and processes the event data300. For example, the persona system 100 may log the event data 300 bygenerating a new persona and/or updating an existing persona. In someimplementations, the persona system 100 may perform matching operationson the generated/updated personas to determine whether the incomingevent was generated by the same user device as a prior event. In caseswhere the persona system 100 determines that the incoming event wasgenerated by the same user device as a previous event (e.g., a personamatch occurred), the persona system 100 may attribute the incoming eventto the prior event. For example, the persona system 100 may attributethe installation of an application to a prior user-selection of a systemlink (e.g., a link to a state of the application).

In block 408, the event handling system 104 handles the event andresponds to the user device 102. For example, the event handling system104 may handle the event and respond to the user device 102 based oncommunication with the persona system 100. In one example, if thepersona system 100 has attributed an incoming event to a prior event,the event handling system 104 may handle the incoming event in a mannerthat depends on the prior event. In an example where the installation ofan application is attributed to the prior user-selection of a systemlink, the event handling system 104 may route the newly installedapplication according to the system URI of the prior selected systemlink.

In some implementations, the event handling system 104 may handle theevent and respond to the user device 102 based on communication with thelink system 106. For example, if the event handling system 104 receivesa system URI (e.g., event data indicating a click on a system link 126),the event handling system 104 can retrieve link data associated with thesystem URI from the link system 106. The event handling system 104 canthen respond to the user device 102 according to the link data. Forexample, the event handling system 104 may route the user device 102(e.g., redirect the web browser 136) according to the link data.

The response provided by the event handling system 104 to the userdevice 102 can vary, depending on a variety of factors described herein.In some cases, the event handling system 104 may route the user device102 (e.g., web browser and/or application) in response to a receivedevent. In some cases, the event handling system 104 may transfer data tothe user device 102 in response to a received event. In some cases, theevent handling system 104 may send an acknowledgement of receipt of theevent. In other cases, the event handling system 104 may refrain fromproviding a response to the user device 102, or return a defaultresponse.

As illustrated in FIG. 3, in some implementations, the persona system100 can receive external event data 300-4 from one or more external datasystems 118. The persona system 100 may process the external event data300-4 in a similar manner as the other event data received from the userdevice 102. For example, in response to receiving the external events300-4, the persona system 100 may generate/update personas and performmatching operations on personas. The persona system 100 may alsoattribute external events to other events received via the eventhandling system 104. Additionally, the persona system 100 may attributeevents received via the event handling system 104 to external events. Insome implementations, the persona system 100 may match personasassociated with external events using a pairing of the username and appname/ID in the case that the device ID is not present in an externalevent.

In some implementations, the event data 300 may include useridentification data that identifies a user. User identification data mayinclude a username/login. In some cases, the username may include anemail address. The user identification data may identify a user withrespect to a website/application. In one specific example, the usernameand app ID pair may identify a user uniquely with respect to theapplication/website associated with the app name/ID.

In some implementations, the personas may include source data thatindicates the source of an event. As described herein, event data may begenerated in response to a user action, such as a user interacting witha link, webpage, or application state. For example, event data 300 maybe generated when a user views a webpage or application state, or when auser interacts with system links or other GUI elements included on awebpage or application state. The source data stored in the persona(e.g., on a per-event basis) may describe the network location and/orcircumstances associated with the generation of the event data (e.g.,the location where a link was viewed or selected). The ways in which thesource data is determined may vary, depending on the type of event datagenerated. Example source data may indicate whether the event data isgenerated from a banner view/selection, a sharing event, an interstitialview/selection, a general page view, a marketing link, within an email,within a short message service (SMS) message, in a generaladvertisement, and/or in a social media location (e.g., in posts onFACEBOOK® by Facebook, Inc., or on TWITTER® by Twitter Inc.). In someimplementations, the source data can identify an advertising campaignname (e.g., generated by a partner) associated with a link. In someimplementations, the source data can be configured by the partner andstored in the link data (e.g., see FIG. 6A) and/or in the app/web module114, 116. In some cases, the source data can indicate whether the eventdata came from the app/web module 114, 116, from a system link 126,and/or from external event data 300-4. In some cases, the source datacan include the app name/ID. The source data may also include referraldata (e.g., HTTP referer data) that indicates how the user accessed thewebpage or application state in which the event took place. The sourcedata may assist in determining which events are attributed to priorevents.

FIG. 5 illustrates more detailed examples of the event handling system104, link system 106, and persona system 100. The event data 300generated by the user device 102 may be characterized as applicationevent data 300-1 (“app event data 300-1”) or web event data 300-3. Thecharacterization of events may depend on whether the event data isgenerated via user interactions with the web browser or otherapplications. Web events may generally originate from the web browserand may be associated with a web ID (e.g., a cookie ID). For example,web events may refer to events generated by the web module 116 of thepartner's website 131. App events may generally originate from anapplication other than the web browser and may be associated with adevice ID (e.g., a device ID other than a web ID, such as an advertisingID). For example, app events may refer to events generated by the appmodule 114 of the partner's application 124. Another type of eventdescribed herein is a link selection event that generates link data300-2. The link selection event may be generated by the selection of asystem link 126 on a partner's website/application or in anotherwebsite/application. A link selection event may be characterized aseither an app event or web event, depending on how the user device 102handles the link selection. For example, a link selection event may beassociated with a web ID or another device ID (e.g., an advertising ID),depending on how the user device 102 handles a link selection event. Theevent data received by the event handling system may be received as HTTPrequests or HTTP secure (HTTPS) requests in some cases.

Web events may be associated with different types of device IDs than appevents. For example, web event data 300-3 may include a web ID (e.g., acookie ID), while app event data 300-1 may include a different type ofdevice ID (e.g., an advertising ID). Accordingly, different types ofdevice IDs may be associated with the same user device over time.Additionally, in some cases, a user may change the device IDs used bythe user device. For example, the user may delete web IDs (e.g., cookieIDs) from the user device, which may cause different web IDs to betransmitted by the user device over time. As another example, the usermay change advertising IDs on the user device, which may cause differentadvertising IDs to be transmitted by the user device over time.

A user device 102 may generate different types of device IDs for avariety of reasons. In some cases, user devices 102 can operateaccording to various restrictions (e.g., privacy/permissionrestrictions) that designate which device IDs are accessible by specificapplications. For example, in some cases, a web browser may berestricted from accessing or reporting a hardware device ID and/or anadvertising ID for privacy reasons (e.g., since a web browser may notneed access to such a device ID during operation). As another example,web IDs (e.g., a cookie ID) may be specific to a browser application, soif a user device has multiple web browser applications (e.g., AppleInc.'s Safari browser and Google Inc.'s Chrome browser), each of thebrowser applications may use their own cookie ID domain. As anotherexample, different websites visited within a browser application may usedifferent web IDs. Furthermore, HTTP and HTTPS connections may beconsidered separate domains that may not share the same web ID in somecases.

The event handling system 104 includes an app event response module 500(hereinafter “app response module 500”) that receives and handles theapp events. In some implementations, the app response module 500 maytransmit an app event response 302-1 to the user device 102. The eventhandling system 104 includes a web event response module 502(hereinafter “web response module 502”) that receives and handles theweb events. The web response module 502 may transmit a web eventresponse 302-3 to the user device. The app response module 500 and/orthe web response module 502 may handle link events (e.g., by sending alink event response 302-2), depending on a variety of factors describedherein, such as how the user device 102 is configured to handleselection of a system link 126.

The user device 102 may transmit app event data 300-1 (e.g., accordingto the app module 114) in response to a variety of different useractions. For example, the user device 102 may transmit app event data300-1 in response to: 1) an application being opened (referred to as an“app open event”), 2) the user closing the application (referred to asan “app close event”), 3) the user adding an item to a shopping cart orthe user purchasing an item (referred to generally as “applicationcommerce events”), 4) the user opening the application afterinstallation (referred to as an “app installation event”), 5) the useropening the application after reinstallation (referred to as an “appreinstallation event”), 6) the user requesting that a system URI becreated by the link system 106 and transmitted back to the user device(e.g., in order to share content), 7) a user accessing a state of theapplication (e.g., an app page), 8) a user performing an action that theapp 114 has been configured by the operator of the attribution system toreport, and 9) the user performing any other action that the app module114 has been configured by the partner to report to the attributionsystem 110 (i.e., a custom event defined by the partner). For example, apartner may define custom events to indicate that a specific applicationstate (e.g., application page) or specific piece of content is viewed orshared.

The app module 114 may be configured to generate a variety of differentapp events. As such, the above list of app events is only an examplelist of possible app events. In some implementations, the app module 114may be configured to generate the above app events or different appevents.

The app event data 300-1 transmitted by the user device 102 and receivedby the app response 500 may include, but is not limited to: 1) a deviceID (e.g., an advertising ID, hardware ID, etc.), 2) an applicationname/ID (referred to herein as “app name/ID” or “app ID”) that indicatesthe application with which the app event data 300-1 is associated, 3)user identification data that identifies a user of the app (e.g., ausername), 4) source data indicating the source of the event data, and5) device metadata (e.g., user agent data), such as an IP address, OSidentification data (e.g., OS name, OS version), device type, and screenresolution. The app event data 300-1 may also include an eventidentifier that indicates the type of event. For example, the eventidentifier may indicate whether the app event is an app open event, anapp close event, an app installation event, an app reinstallation event,a commerce event (e.g., an add to cart event or a purchase event), or acustom event that may be defined by the developer in the app module 114.In the case the app event is an app open event that resulted fromuser-selection of a link (e.g., a system link 126), additional app eventdata may be transmitted by the user device, such as the URI (e.g., asystem URI) that caused the user device to open the application. In somecases, described herein with respect to the method of FIG. 11, the appevent data 300-1 may also include a web ID (e.g., appended to the systemURI) associated with the URI.

The app response module 500 may perform a variety of differentoperations in response to receiving app event data 300-1. For example,the app response module 500 may: 1) timestamp the received app eventdata 300-1 (or use a received timestamp), 2) determine the source of theapp event, 3) pass the app event data 300-1 to the persona system 100for logging by the persona system, 4) make a request to the personasystem 100 to determine if the app event can be attributed to anyprevious event, and/or 5) determine whether an app open event is aninstall event or a reinstall event (e.g., based on data included in thepersona system 100 and/or the app event data 300-1). In the case the appresponse module 500 receives a system URI, the app response module 500may acquire link data associated with the system URI. In the case theapp response module 500 receives a link generation request, the appresponse module 500 can request that a system link data object 602 begenerated by the link system 106. The link system 106 may generate thesystem link data object 602 and the app response module 500 can transmitthe system URI back to the user device 102.

The user device 102 may transmit web event data 300-3 (e.g., accordingto the web module 116) in response to a variety of different useractions. For example, the user device 102 may transmit web event data300-3 in response to a user accessing a webpage (referred to as a“webpage view event”). Accessing a webpage may be the start of a websession (e.g., the first webpage access on the site) or a subsequentpage view. The user device 102 may also transmit web event data 300-3 inresponse to the user adding an item to a shopping cart or the userpurchasing an item (referred to generally as “web commerce events”), theuser requesting that a system URI be created by the link system 106 andtransmitted back to the user device 102 (e.g., in order to sharecontent), a user performing an action that the web module 116 has beenconfigured by the operator of the attribution system 110 to report, andthe user performing any other action that the web module 116 has beenconfigured by the partner to report to the attribution system 110 (i.e.,a custom web event defined by the partner). For example, a partner maydefine custom events to indicate that a specific webpage or specificpiece of content is viewed or shared.

The web event data 300-3 transmitted by the user device 102 and receivedby the web response module 502 may include, but is not limited to: 1) aweb ID, 2) the website name/ID, which may correspond to the app name/IDor app ID in the persona system, and 3) device/browser metadata (e.g.,user agent data), such as IP address, OS identification data (e.g., OSname, OS version), device type, and screen resolution. Thedevice/browser metadata may be extracted from the user agent sent by theweb browser 136. The web event data 300-3 may also include useridentification data that identifies a user of the website (e.g., ausername), source data indicating the source of the web event data300-3, and an event identifier that indicates the type of event. Forexample, the event identifier may indicate whether the web event is awebpage view event, a commerce event, a link creation event, a sharingevent, or a custom event defined by the developer in the web module 116.

The web response module 502 may perform a variety of differentoperations in response to receiving web event data 300-3. For example,the web response module 502 may: 1) timestamp the received web eventdata 300-3 (or use a received timestamp), 2) determine the source of theweb event, 3) pass the web event data 300-3 to the persona system 100for logging by the persona system 100, and/or 4) make a request to thepersona system 100 to determine if the web event can be attributed toany previous event. In the case the web response module 502 receives alink generation request, the web response module 502 can request that asystem link data object 602 be generated by the link system 106. Thelink system 106 may generate the system link data object 602 and the webresponse module 502 can transmit the system URI back to the user device102. The web response module 502 may also set a web ID on the userdevice 102 in the case the web browser 136 does not include a web ID.

The user device 102 may transmit link event data 300-2 in response to auser selecting a system link 126 (e.g., clicking or tapping the systemlink 126). User selection of the system link 126 may be handled by theuser device 102 in a variety of ways, depending on how the user device102 is configured (e.g., see FIG. 11). In some cases, selection of asystem link 126 may cause an application to open, in which case theselection of the system link 126 (e.g., the system URI) is passed to theapp response module 500 in the app open event. In other cases, theselection of a system link 126 is handled by the web browser 136, whichaccesses the web response module 502 using the system URI associatedwith the system link 126. Although not illustrated, in someimplementations, the event handling system 104 may include a linkhandling module that handles incoming link events.

In implementations where the web browser 136 accesses the web responsemodule 502 in response to user selection of a system link 126, the linkevent data 300-2 may include a web ID and device/browser metadata. Thedevice/browser metadata (e.g., user agent data) may include an IPaddress, OS identification data (e.g., OS name, OS version), devicetype, and screen resolution.

The web response module 502 may perform a variety of differentoperations in response to receiving link event data 300-2, including,but not limited to: 1) timestamping the received link event data 300-2(or using a received timestamp), 2) determining the source of the linkevent data 300-2, 3) passing the link event data 300-2 to the personasystem 100 for logging by the persona system 100, 4) accessing the linkdata store 504 to retrieve link data for the received system URI, 5)routing the user device 102 to a location (e.g., a digital distributionplatform 122 for downloading the application, a default site, or othersite) based on the retrieved link data, and 6) setting a web ID in thecase the web browser does not include a web ID.

The link system 106 includes a link generation module 506 and a linkdata store 504. The link generation module 506 may generate a system URIand link data in response to a link generation request. The link datamay be used by the event handling system 104 to route user devices andtrack user analytics associated with the selection of system links 126.

The partner, or a user device 102 (e.g., app/web module 114, 116), canrequest system URIs from the link generation module 506. In the request,the partner (or the user device 102) can specify operations and data tobe associated with a system URI. The request for a system URI that alsospecifies operations and data to be included with the system URI in asystem link data object 602 may be referred to herein as a “linkgeneration request.” The link generation module 506 may generate asystem URI in response to the link generation request. The linkgeneration module 506 may store the system URI 604 and the associatedlink data 606 as a system link data object 602 (see FIG. 6A) in the linkdata store 504. The link data store 504 may store a plurality of linkdata objects 602 for each partner.

The system URI 604 may include a domain name (e.g., example.com orwww.example.com) and a path (e.g.,example.com/path_segment1/path_segment2/). The domain name and path canbe used to access the system link data object 602 associated with thesystem URI 604 via the network 120. For example, a web browser 136 maygenerate a link event that accesses the event handling system 104 usingthe system URI 604. The event handling system 104 may then handle thelink event based on the link data 606 associated with the receivedsystem URI 604. In some cases, the scheme for the system URI 604 may bea web uniform resource locator (URL) using http, or another scheme, suchas ftp.

The user device 102 may handle a system link 126 associated with asystem URI 604 in a variety of different ways. In some implementations,the user device 102 may handle the system URI 604 using the web browser136. In this implementation, the browser 136 may access the eventhandling system 104 using the system URI 604. In other implementations,an application installed on the user device 102 may handle the systemURI 604. For example, the user device 102 (e.g., the OS) may recognizethe system URI 604 (e.g., the domain and/or path) as being a system URIthat is handled by an application installed on the user device 102. Inthis case, the user device 102 (e.g., the OS) may launch the applicationand pass the system URI 604 to the launched application. In this case,the application may transmit the system URI 604 to the event handlingsystem 104 in an app open event. Examples of user devices and OSs thatmay recognize link formats and launch applications from selected linksmay include 1) devices running the IOS® operating system that recognizeUniversal Links and 2) devices running the ANDROID® OS operating systemthat recognize Android App Links.

The link data 606 may include a variety of data, such as link analyticsdata 608 and link routing data 610. Link analytics data 608 may includedata used by the partner to track the performance of the system link,such as how many times the system link is selected and where the systemlink is being selected. For example, the analytics data 608 can includetags specified by the partner that indicate a campaign name (e.g., anadvertising campaign name), an application name, and/or a channel (e.g.,website) with which the system link is associated (e.g. a websiteincluding the system link). Routing data 610 may include data that isused by the event handling system 104 (e.g., the web response module502) to direct the user device 102 (e.g., web browser) in response toselection of the system link 126. For example, the partner may specifythat the system link should route the user to a digital distributionplatform 122 to download an application in response to the userselecting a system link associated with an application that is notinstalled on the user device 102. The link data 606 can also includeadditional link data 612 described herein.

In some implementations, the link system 106 may generate a system linkdata object 602 in response to a link generation request from a userdevice 102. For example, if a user decides to share application contentwith another user (e.g., by selecting a share button), the user device102 (e.g., app module 114) may transmit an app event (e.g., a shareevent) including a link generation request. The event handling system104 receives the share event with the link generation request, has asystem URI generated by the link generation module 506, and transmitsback the generated system URI 604 for the user to share. Selection of asystem link 126 including the system URI 604 may lead to a variety ofoutcomes, depending on how the link data 606 associated with the systemURI 604 is configured. For example, selection of the system URI may leadto the application content if the user has the app installed, lead to adigital distribution platform 122 if the application is not installed,or lead to a website including similar content as the application.

The persona system 100 includes a persona data store 508, a personageneration/update module 510 (hereinafter “persona generation module510”), a persona matching module 512, and a persona linking andattribution module 514 (hereinafter “persona attribution module 514”).The persona data store 508 stores personas 600. An example persona 600is illustrated in FIG. 6B.

The persona generation module 510 generates and updates personas 600 inresponse to event data 300 being received by the event handling system104. For example, the persona generation module 510 may generate a newpersona for event data that includes a new device ID (e.g., a device IDnot included in a currently existing persona). In the case event dataincludes a device ID that is already included in an existing persona,the persona generation module 510 may update the persona based on theincoming event data. The persona generation module 510 may process eventdata 300 before storing the event data 300 in personas 600 (e.g.,instead of storing all received event data 300). For example, thepersona generation module 510 may select portions of event data 300 forstorage in a persona 600. In some implementations, the personageneration module 510 may normalize some of the received event data 510(e.g., device types/names, OS names, etc.). Although not illustrated,the username and app ID may be used to generate and match personas incases where device IDs are not included in event data 300 (e.g., inexternal event data 300-4).

FIG. 6B illustrates an example persona 600. Each persona 600 may includedata related to a single user, such as a single user associated with oneor more user devices. In some cases, the persona data store 608 mayinclude a single persona for a single user device. In other cases, thepersona data store 608 may include multiple personas for the same user(e.g., the same user device). Such a case may occur when a user devicehas used multiple device IDs that are not yet combined into a singlepersona. In some cases, the persona data store 508 may include multiplepersonas for the same user that is using multiple devices (e.g., adesktop device and one or more mobile devices, such as a tablet andsmartphone).

The persona 600 may include a persona ID 614 that can be assigned by thepersona generation module 510 to uniquely identify the persona 600 amongother personas in the persona data store 508. The persona 600 may alsoinclude one or more device IDs 616 (e.g., one or more web IDs and/or oneor more advertising IDs). In some cases, the persona 600 may include asingle device ID (e.g., a single cookie ID or a single advertising ID).In other cases, the persona 600 may include multiple device IDs. Forexample, the persona 600 may include one or more cookie IDs and one ormore advertising IDs. As another example, the persona 600 may includemultiple cookie IDs, but not include any advertising IDs. As anotherexample, the persona 600 may include multiple advertising IDs, but notinclude any cookie IDs. In some implementations, the device IDs 616 mayact as primary indexes for the persona 600.

The persona 600 may include one or more app-specific data structures 618(e.g., 618-1, 618-2). The app specific data structures 618 include datathat is specific to an application and/or website (e.g., specific to apartner's application and corresponding website). FIG. 6B illustratestwo example app-specific data structures 618-1, 618-2 (e.g., for firstand second apps/websites). The persona 600 may also includedevice/browser metadata 620 (e.g., user agent data), such as IP address,OS identification data (e.g., OS name, OS version), device type, andscreen resolution. The persona may also include persona reference data622 that includes references to one or more other personas (e.g.,persona IDs and/or device IDs) that are likely associated with the sameuser device.

The persona 600 may also include additional persona data 624 including,but not limited to, geographic data associated with the user (e.g., alast geo-location associated with the user), a list of devices used bythe user (e.g., one or more mobile devices and/or desktop devices), andadditional data that may be derived from the app-specific data 618(e.g., the first time the user was seen, the last OS used, the last linkselection event).

The app-specific data for a single application may include dataindicating how the user has used the application and/or thecorresponding website. App-specific data 618-1, 618-2 is illustrated inFIG. 6B for a first application and a second application. Theapp-specific data 618 may include the application/website name/ID 626-1,626-2 (hereinafter app name/ID). This ID identifies the applicationand/or corresponding website associated with the app-specific data 618.The app-specific data 618 may also include a list of events 628-1, 628-2for the application/website. The list of events 628-1, 628-2 can includeapp events, web events, and/or link selection events. The events can bestored in a tuple format indicating the name of the event and atimestamp associated with the event (e.g., [name of event:timestamp]).For example, the list of events 628-1 includes three events with threeassociated time stamps. In some implementations, the event data mayinclude an event type indicator that indicates whether the event is aweb or app event. In some cases described herein, an event can beattributed to a prior event. In these cases, the prior event and/orsubsequent event can include a reference to the other event. Forexample, the subsequent event can include a reference to the priorevent. The event reference can reference another event in the samepersona or the event can be included in a different persona. Event 3 inFIG. 6B includes an event reference 630.

The app-specific data 618 can include user identification data 632-1,632-2 (e.g., a username). In some implementations, the persona 600 maybe indexed by the combination of username and app ID (e.g., anattribution system assigned app ID). The app-specific data 618 can alsoinclude additional app-specific data 634-1, 634-2, some of which may bederived from the list of events 628 for the app/website. Additionalapp-specific data 634 may include, but is not limited to, a) a timestampindicating the most recent usage of the app/website, b) a timestampindicating the last time the app/website was accessed on a mobiledevice, c) a timestamp indicating the last time the app/website wasaccessed on a desktop device, d) activity data that indicates how oftenand when the app/website was used over a period of time (e.g., whichdays the app/website was used over a predetermined number of previousdays), e) activity data that indicates how often the app/website wasused on a mobile device, f) activity data that indicates how often theapp/website was used on a desktop device, and g) a timestamp indicatingthe first time the user used the app/website (e.g., an earliest event inthe list of events).

FIG. 7 illustrates an example method for generating and updatingpersonas 600 in the persona data store 508. FIG. 8 is a functional blockdiagram that illustrates generation and updating of personas 800-1,800-2, 800-3 in the persona data store 508. In FIG. 8, the eventhandling system 104 and some components of the persona system 100 havebeen omitted for clarity. The example illustrated in FIG. 8 mayrepresent the case where the second user device 802-2 selects a systemlink to an application that is not currently installed on the seconduser device 802-2, which may cause the second user device 802-2 totransmit a link event (e.g., via the web browser) to the event handlingsystem 104. The second user device 802-2 may be redirected, via the webbrowser, to a digital distribution platform 122 to download theapplication. After installation of the application, the second userdevice 802-2 may open the application and generate app event data 2806-2. As described with respect to FIGS. 9-10, the appopen/installation event can be attributed to the prior link event.

The method of FIG. 7 is now described with respect to the functionalblock diagram of FIG. 8. Initially, in block 700, the persona generationmodule 510 receives event data 300. For example, the persona generationmodule 510 may receive event data 300 from the event handling system 104(e.g., the web response module 502 and/or the app response module 500)and/or the external data system 118. In block 702, the personageneration module 510 determines the device ID associated with thereceived event data 300. In block 704, the persona generation module 510determines whether the device ID is included in any existing personas.If the device ID is included in an existing persona, the personageneration module 510 updates the existing persona based on the existingevent data in block 706. For example, persona generation module 510 mayupdate the app-specific data of the existing persona to include theincoming event in a list of event data for the application/website. Thepersona generation module 510 may also update additional information inthe persona, such as the source data for the updated events and/or othermetadata data associated with the events, such as a product associatedwith the event or a topic associated with the event. If the device ID isnot included in existing personas, then the persona generation module510 may generate a new persona for event data including the new deviceID in block 708.

With respect to FIG. 8, the persona generation module 510 receives webevent data 1 804-1 and app event data 1 806-1 from the first user device802-1. The persona generation module 510 determines that the personadata store 508 includes existing persona 1 800-1 that is associated withweb ID 1 and device ID 1. The persona generation module 510 updatespersona 1 800-1 (e.g., the app-specific data of existing persona 1)using the web event data and app event data received from the first userdevice 802-1.

Additionally, in FIG. 8, the persona generation module 510 receives webevent data 2 804-2 from a second user device 802-2 and subsequentlyreceives app event data 2 806-2 from the second user device 802-2. Inresponse to receiving the web event data 2 804-2 from the second userdevice 802-2, the persona generation module 510 determines that thepersona data store 508 does not include a persona associated with web ID2. The persona generation module 510 generates new persona 2 800-2illustrated in FIG. 8. New persona 2 800-2 includes app-specific data808 indicating that the user made a link selection at time T1. Inresponse to receiving the app event data 2 806-2 from the second userdevice 802-2, the persona generation module 510 determines that thepersona data store 508 does not include a persona associated with deviceID 2. The persona generation module 510 generates new persona 3 800-3illustrated in FIG. 8. New persona 3 800-3 includes app-specific data810 indicating that the user opened an application (e.g., for the firsttime) at timestamp T2.

Referring to FIG. 5, the persona matching module 512 can determinewhether two different personas (e.g., having different device IDs) areassociated with the same user device. For example, the persona matchingmodule 512 may determine that two personas are associated with the sameuser device based on data included in the personas. Data used todetermine whether two personas match may be referred to herein as“matching data.” Example matching data may include device/browsermetadata, such as IP address, device OS name/version, device type,screen resolution, and browser type. Additional example matching datamay include event timestamps, app name/IDs, and user identification data(e.g., usernames). In some implementations, the persona matching module512 may perform matching operations in response to newly createdpersonas. For example, the persona matching module 512 may attempt tomatch each newly created persona with another existing persona inresponse to creation of the new persona. In some implementations, thepersona matching module 512 may match personas in batches instead ofattempting to match for each newly generated persona. In theseimplementations, the persona matching module 512 may attempt to matchpersonas at predetermined times and/or after a predetermined number ofpersonas have been generated.

The persona attribution module 514 updates personas based on the outcomeof matching between personas. For example, the persona attributionmodule 514 may link matching personas (e.g., by adding persona referencedata). Additionally, the persona attribution module 514 may markupevents within personas (e.g., the same persona or linked personas) thatmay be attributed to one another (e.g., using event references). Inresponse to a match between two personas, the persona attribution module514 can update one or both personas to include a reference to the otherpersona indicating that the two personas matched (e.g., belong to thesame user device). In some implementations, the personas may includelists of events. In these implementations, the persona attributionmodule may update the persona (e.g., an event in app-specific data) toindicate which specific event matches the prior event in the alreadyexisting persona. In some cases, the event data indicates that thesubsequent event is attributed to the prior event.

In some implementations, instead of adding persona references to otherpersonas indicating that the two personas are from the same user device,the persona attribution module 514 can combine the data included in thetwo personas to form a single persona. In these implementations, thepersona attribution module may delete instances of the earlier personasin some cases.

In some implementations, the persona generation module 510 may deletepersonas associated with device IDs that have been stored for greaterthan a threshold amount of time, or have been inactive for a thresholdamount of time (e.g., the persona has not been modified for greater thana threshold amount of time).

In some implementations, the persona matching module 512 may determine amatching score for a pair of personas that indicates the likelihood thatthe two personas are associated with the same user device. In theseimplementations, the persona attribution module 514 may update thepersonas depending on the outcome of the matching (e.g., based on amatching score). For example, the persona attribution module 514 may addreferences to personas having greater than a threshold matching score.The persona attribution module 514 may refrain from adding references topersonas having less than the threshold matching score. In someexamples, the persona system 100 (e.g., persona generation module 510)may combine personas having greater than a threshold matching score. Amatch between personas based on a matching score, such as a matchingscore that is greater than a threshold matching score, may be referredto herein as a “probabilistic match.”

The persona attribution module 514 may return attribution dataindicating which personas matched and which events matched. For example,the persona attribution module 514 may return attribution data to theevent handling system 104 for the event handling system 104 to use inresponding to an event. As another example, the persona attributionmodule 514 may return the attribution data to the partner interfacesystem 108 to be stored in the partner analytics data store 204 forpartner evaluation.

FIG. 9 illustrates an example method for matching personas andattributing an event within a persona to prior event in another persona.FIG. 10 is a functional block diagram that illustrates the personamatching module 512 matching two personas 800-2, 800-3. Additionally,FIG. 10 illustrates attribution of an app installation event to aprevious link selection. The method of FIG. 9 is now described withrespect to the functional block diagram of FIG. 10.

Initially, in block 900, the persona matching module 512 selects a firstpersona for matching. In some implementations, the persona matchingmodule 512 may attempt to match any newly generated persona to existingpersonas and then attempt to attribute an event in the new persona to anevent in the matched persona. In these implementations, the personamatching module 512 may perform matching operations described herein forpersonas as the personas are received in real-time. In otherimplementations, the persona matching module 512 may perform matchingoperations for a batch of new personas.

In blocks 902-904, the persona matching module 512 selects a differentpersona and performs a matching operation based on data included in thetwo selected personas. For example, the persona matching module 512 maydetermine whether two personas match based on comparisons of matchingdata included in the personas, such as IP address, device OSname/version, device type, screen resolution, browser type, and useridentification data. If the two personas do not match in block 906, thepersona matching module 512 may select another persona to attempt tomatch to the first persona. If the two personas match, the personaattribution module 514 may modify one or more of the selected personasin block 908 (e.g., by adding references to personas and/or combiningpersonas). For example, the persona attribution module 514 may updatethe newly generated persona to include a reference to the older persona.In some cases, the persona attribution module 514 may attribute an eventfrom the newly generated persona to an event in the older persona andgenerate event references accordingly.

Referring now to FIG. 10, new persona 3 800-3 and new persona 2 800-2were generated as described with respect to FIG. 8. Specifically, it canbe assumed that new persona 2 800-2 was generated at T1 before newpersona 3 800-3 was generated at T2. It may also be assumed that thepersona matching module 512 did not find a match between persona 2 800-2and the additional personas 812 already included in the persona datastore 508. In response to the generation of new persona 3 800-3, thepersona matching module 512 may select personas from the persona datastore 508 in an attempt to identify a persona that matches new persona 3800-3. After selecting new persona 3 800-3 for matching, the personamatching module 512 may determine that new persona 3 800-3 and newpersona 2 800-2 match. For example, the persona matching module 512 maydetermine that new persona 2 800-2 and new persona 3 800-3 match basedon device/browser metadata, user identification data, and other dataassociated with persona 2 800-2 and persona 3 800-3. In one specificexample, the persona matching module 512 may determine that new persona2 800-2 and new persona 3 800-3 match because they are associated withthe same IP address, device OS name/version, device type, screenresolution, and/or browser type. In this specific example, thedevice/browser metadata may match because the metadata came from thesame user device 802-2 (e.g., see FIG. 8).

In response to the persona matching module 512 determining that newpersona 2 800-2 matches new persona 3 800-3, the persona attributionmodule 514 modifies persona 2 800-2 and persona 3 800-3 to includereferences to one another. The persona attribution module 514 alsomodifies the event included in new persona 3 800-3 to reference theevent included in new persona 2 800-2. For example, as illustrated inFIG. 10, the persona attribution module 514 modified the open/installapp event data 1000 for new persona 3 800-3 to include an attributionreference to the link selection event 808 of new persona 2 800-2. Asdescribed with respect to FIG. 8, the example of FIG. 10 may representthe case where the second user device 802-2 selects a link to anapplication that is not currently installed on the user device 802-2,which may cause the second user device 802-2 to transmit a link event tothe event handling system 104. The link event resulted in the generationof new persona 2 800-2. The second user device 802-2 was redirected to adigital distribution platform 122 to download the application. Afterinstallation of the application, the second user device 802-2 opened theapplication to generate app event data 2 806-2 that resulted in thegeneration of new persona 3 800-3. The persona matching module 512matched new persona 2 800-2 to new persona 3 800-3. The personaattribution module 514 then modified the event data of new persona 3800-3 to indicate that the app open/installation event is attributed tothe prior link selection event.

In some implementations, the persona matching module 512 may selectpersonas for matching based on a time window in which the personas aregenerated (e.g., a time window in which the event data was received).For example, after receiving event data and generating a new persona,the persona matching module 512 may select one or more existing personasto match with the new persona based on the time the existing personaswere created. In this example, the persona matching module 512 maydefine a time window (e.g., in minutes, hours, days, etc.) and selectexisting personas that were generated within the time window relative tothe new persona. In a more specific example, if the persona matchingmodule 512 is configured to match personas within a two hour timewindow, the persona matching module 512 may select personas for matchingwith a new persona if the existing personas are timestamped less than(or equal to) two hours from the time the new persona was timestamped.

In some implementations, the persona matching module 512 may selectpersonas for matching based on IP addresses associated with thepersonas. For example, after generating a new persona, the personamatching module 512 may select one or more existing personas to matchwith the new persona based on the IP addresses associated with the newpersona and the existing personas. In this example, the persona matchingmodule 512 may select one or more personas from the existing personasfor matching if the existing personas include the same IP address as thenew persona.

In some implementations, the persona matching module 512 may determinethe matching score between two personas based on the number of potentialadditional persona matches. For example, in cases where multiplepersonas include similar device/browser metadata, a plurality ofpossible matches between the personas may be possible. In these cases,the matching score may reflect the ambiguity present in personamatching. For example, a matching score may be lower for scenarios wherea greater number of matches are possible. In one specific example, amatching score may be inversely proportional to the number of possiblematches (e.g., 1 divided by the total number of possible matches). Ingeneral, more specific matching data (e.g., more specific OSname/version, device type) may yield less ambiguity when matchingpersonas. In some implementations, the persona matching module 512 mayassign values, such as decimal values, to matches in specific matchingdata (e.g., matches in device type, screen resolution, OS, etc.). Insome implementations, the persona matching module 512 may assigndifferent weighting values to different types of matching data.

The matching score may be stored with the persona reference. The personamatching module 512 may update the persona matching scores over time asnew matching data becomes available. For example, if additional eventdata is received that indicates that two personas are more likelyassociated with one another, the persona matching module may update thematching scores associated with the personas.

In implementations where the persona matching module 512 determines amatching score for two personas, the persona attribution module 514 mayuse a threshold matching score value to determine whether a matchbetween two personas can be considered for attribution. For example, thepersona matching module 512 may initially determine a matching score fortwo personas. Then, the persona attribution module 514 may determinewhether the matching score is greater than a threshold value. Thepersona attribution module 514 may consider the match between the twopersonas for attribution in cases where the matching score is greaterthan, or equal to, the threshold value. Otherwise, the personaattribution module 514 may refrain from attributing one event to a priorevent if the matching score is less than the threshold value. In someimplementations, the partners and/or the operator of the attributionsystem may configure one or more threshold matching scores. For example,the partner may set one or more threshold matching score that arespecific to applications and/or types of attributions (e.g., installattributions, app open attributions, etc.). In some implementations(e.g., see FIG. 18), there may be ambiguity among which personas areassociated with the same user device. For example, multiple personas(e.g., web IDs and device IDs) may possibly be matched to one anotherbased on associated matching scores that are greater than a thresholdmatching score. In these cases, the persona attribution module 514 canselect specific personas for attribution based on a variety of factors,such as the highest matching score and/or the time at which the personawas generated.

As described herein, a persona may represent user activity across one ormore user devices (e.g., smartphone, tablet, desktop, or other computingdevices). In some cases, a user may login to the same website/app ondifferent user devices. In these cases, personas having different deviceIDs may be generated for the different user devices, but the personasmay include the same user identification data (e.g., the samecombination of username and app ID). The personas across user devicesmay be matched based on the matching user identification data, insteadof other device/browser metadata.

The persona matching module 512 may refrain from matching personas inthe case where the personas include inconsistent data (e.g.,contradictory data). For example, the persona matching module 512 mayrefrain from matching personas if the IP addresses, the device OSs,device types, or other device/browser metadata is inconsistent (e.g.,contradictory), such that the data was not likely generated by the sameuser device. In some cases, the device/browser metadata generated by thesame user device may be different (e.g., not exactly the same). Forexample, the device/browser metadata generated by the app module 114 maybe different than the device/browser metadata generated by the webmodule 116 and/or included with a link selection. Some examples ofdiffering device/browser metadata include variations in the reporteddevice OS name and device type. The persona matching module 512 maylearn the variations between device/browser metadata and account for thevariations when performing matching operations.

The persona matching module 512 may determine whether two personas arefrom the same user device based on the IP addresses associated with thepersonas. In some implementations, the persona matching module 512 maydetermine whether two personas match based on the frequency with whichthe IP addresses are used. For example, the persona matching module 512may refrain from matching personas if there are too many personas (e.g.,greater than a threshold number) associated with a single IP addresssince high traffic areas can result in similar devices/browsers (e.g.,false matches). In some cases, the persona matching module 512 maycompute the matching score based on the number of incidents of a singleIP address (e.g., lower the score for a greater number of IP addresses).In some implementations, the persona matching module 512 may store avalue indicating the traffic level associated with an IP address, suchas a count of IP addresses with incoming events and/or a count of IPaddresses over time (e.g., a rate of IP addresses). In otherimplementations, the traffic level associated with an IP address can bedetermined on a per-batch basis (e.g., when persona matching is done ona per batch basis).

In general, any type of event may be attributed to any other type ofevent. For example, link selection events may be attributed to otherevents, and vice versa. In some implementations, the partner can specifythe types of events that can be attributed to other events. For example,the partner may configure the attributable events to include appinstallations, purchases, and/or other events. In some implementations,receiving event data for an attributable event (e.g., as specified by apartner) may trigger the persona attribution module 514 to attribute thereceived event to other events (e.g., in matched personas). In theseimplementations, some events may not trigger the persona attributionmodule 514 to attribute the events, even if matching personas exist.

Although the partner may specify various matching and attributionparameters described herein, the partners may also opt out of havingtheir data used for matching and attribution. These preferences may bestored in the partner configuration data store 202.

FIG. 11 illustrates a method describing how the user device 102 andattribution system 110 may handle the selection of a system link 126 bythe user. Initially, in block 1100, the user selects a system link 126on the user device 102. It may be assumed that the system link includesa system URI that access a state of an application (e.g., a particularpage in an application). The user device may handle the selection of thesystem link in different ways, depending on if the application isinstalled. If the application is installed on the user device in block1102 and the user device is configured to launch the application inresponse to selection of the system link, the user device may launch theapplication associated with the system link in block 1104. Upon opening,in block 1106, the app module 114 may be configured to transmit appevent data to the event handling system 104 (e.g., the app responsemodule 500). The system URI and device ID (e.g., an advertising ID) maybe included in the app event data, along with additional data, such asuser identification data. In block 1108, the persona system 100 may logthe app open event in a persona associated with the device ID.Additionally, the persona system 100 may log the selection of the systemlink. The app response module 500 may then handle the app open event(e.g., look for an app open attribution) and transmit a response to theuser in block 1110.

In some implementations, the web module 116 may be configured to modifythe system URI of the selected system link before the application islaunched. For example, the web module 116 may be configured to append aweb ID to the system URI, the combination of which is passed to theapplication being opened. In this example, the app open eventtransmitted to the event handling system may include the combination ofthe system URI and the web ID (e.g., the web ID may be added to thesystem URI) along with the device ID. The persona generation module 510may generate a persona including both a web ID and the other device IDin this example. At this time, the received event data may be includedin a new persona or matched to existing personas (e.g., personas thatinclude the received web ID and/or the other device ID).

In the case the application is not installed on the user device 102 inblock 1102, the web browser 136 may handle the selection of the systemlink 126 in block 1112. In block 1114, the web browser 136 may transmitthe web event data to the event handling system 104 (e.g., the webresponse module 502) according to the system URI. In someimplementations, the user device 102 may transmit a web ID in the webevent data, along with other data, such as a username. In the case theuser device 102 does not include a web ID in block 1116, the eventhandling system 104 (e.g., the web response module 502) may set a web ID(e.g., cookie ID) for the web browser 116 in block 1118. The personasystem 100 logs the link event in block 1120. The event handling system104 (e.g., web response module 502) may then handle the link eventaccording to the link data associated with the system URI in block 1122.For example, the web response module 502 may redirect the web browser tothe digital distribution platform 122 to download the application,assuming the partner configured the routing data to do so.

In some implementations, the web response module 502 may transmitinstructions (e.g., including JavaScript code) to the user device 102for controlling how the user device 102 responds to the link event. Theinstructions may have been configured by the partner and indicated inthe link data. In some cases, the instructions may attempt to open theapplication using the system URI. If the application is not installed,the instructions may redirect the web browser to the digitaldistribution platform 122 to download the application. In some cases, aweb ID may be appended to the system URI by the web module 116 (e.g.,using JavaScript) before the instructions attempt to open theapplication. If the application is opened successfully and app eventdata is transmitted to the event handling system 104 including the webID and another device ID, then the persona generation module 510 maygenerate a persona including both a web ID and the other device ID, asdescribed above. Although the user device 102 may be configured to usethe web browser 136 to handle link selection in cases where anapplication is not installed, in some cases, the user device 102 mayhandle link selection using the web browser according to FIG. 11 evenwhen the application for the system link is installed.

FIG. 12 illustrates an example method describing operation of the userdevice 102 and the attribution system 110. In block 1200, an applicationis opened on the user device 102. In block 1202, the user device 102transmits app event data 300-1 to the event handling system 104according to the app module 114 included in the application. The appevent data 300-1 may indicate that the event is an app open event. Inblock 1204, the persona system 100 logs the app open event as describedherein.

The event handling system 104 determines the origin of the app openevent in block 1206. For example, the event handling system 104 maydetermine that the app open event resulted from the selection of a link(e.g., a system link) if the app event data 300-1 includes a link (e.g.,a system URI). As another example, the event handling system 104 maydetermine that the app open event is an installation event. In someimplementations, the app module 114 may be configured to store data onthe user device 102 that indicates whether the application has beenopened before. In some implementations, upon opening the application forthe first time, the app module 114 may store data (e.g., set a bit) onthe user device 102 indicating that the app open event is a first appopen event. The app event data transmitted to the event handling system104 may include an indication that the app open event is the first appopen event.

In other implementations, the app response module 500 may determinewhether the app open event is a first app open event based on whetherthe app open event includes data that has been previously sent from theapp response module 500. For example, the app response module 500 may beconfigured to transmit data to the user device 102 in response to appopen events. In this example, the app module 114 may be configured totransmit the data back during subsequent app open events. If such datais not included in a received app open event, the app response module500 may determine that the app open event is a first app open eventsince installation of the application.

The app response module 500 may determine whether the installation is areinstallation based on stored personas. For example, the app responsemodule 500 may determine that the app open event indicates areinstallation of the application if an installation event alreadyexists for the device ID in another persona. In other implementations,the user device 102 may determine that the install is a reinstall eventand transmit data to the event handling system 104 indicating that theinstall is a reinstall event.

In block 1208, the event handling system 104 transmits a response 302-1to the user device 102 based on the origin of the app event. In block1210, the app module 114 handles the response 302-1.

FIG. 13 illustrates an example method describing operation of the userdevice 102 and the attribution system 110 in the case a user accesses apartner's webpage. In block 1300, the user accesses a webpage. In block1302, the user device 102 transmits web event data 300-3 to the eventhandling system 104 (e.g., web response module 502) according to the webmodule 116 included in the partner website 116. The web event data 300-3may indicate that the event is a webpage view event, and may includeother data, such as user identification data and source data. Thepersona system 100 logs the webpage view event in block 1304. If the webevent data 300-3 includes a web ID, the persona generation module 510may generate/update a persona associated with the web ID. The webresponse module 502 may optionally provide a response to the user device102 in block 1306.

FIG. 14 illustrates an example method describing operation of thepersona system 100 in the scenario where the event data 300 (e.g., appevent data 300-1) includes multiple device IDs (e.g., a web ID andanother device ID). Such a scenario may occur in cases where a web ID isincluded in transmitted app event data 300-1.

Initially, in block 1400, the event handling system 104 receives eventdata 300 including one or more device IDs. If the device IDs are notincluded in an existing persona in block 1402, then the personageneration module 510 may generate a new persona associated with thedevice IDs in block 1404. If both device IDs are included in an existingpersona in block 1406, then the persona generation module 510 may updatethe existing persona with the received event data 300 in block 1408. Thepersona matching module 512 and persona attribution module 514 may thenperform matching operations and make attributions in block 1410, asdescribed above.

In some cases, each of the device IDs may be included in separateexisting personas in block 1406. For example, one existing persona maybe associated with the received web ID and another existing persona maybe associated with the other received device ID. In this case, thepersona generation module 510 may determine that the two existingpersonas belong to the same user device and should therefore be includedin a single persona. Matching two previously existing personas in thismanner may be considered highly reliable. Accordingly, the personageneration module 510 may combine the two previously existing personasinto a new persona in block 1412. The new persona generated in block1412 can also include the newly received event data, and in some cases,additional persona references. In some cases, prior to combining thepreviously existing personas, the personas may have been previouslylinked to one another by persona references (e.g., based on matching bydevice/browser metadata). The persona attribution module 514 may attemptto attribute the new event to prior events. In some cases, thepreviously existing personas may each include multiple events. In thesecases, the persona attribution module 514 may determine that some eventsfrom the previously existing personas may be attributable to otherevents included in the previously existing personas.

FIG. 15 illustrates an example method describing operation of theattribution system 110 in the scenario where an application installationevent is attributed to a link selection event. In the method of FIG. 15,it may be assumed that the system link is for a partner's applicationthat is not installed on the user device. In blocks 1500-1504, the userselects a system link 126 on the user device 102 and the web browser 136handles the link selection and transmits link event data 300-2 to theevent handling system 104. In block 1506, the event handling system 104(e.g., web response module 502) redirects the user device 102 (e.g., webbrowser 136) to the digital distribution platform 122 and optionallysets a web ID, if a web ID was not received in the event data.Specifically, the event handling system 104 may redirect the user device102 to the page for downloading the application associated with thesystem link (e.g., as specified by the partner in the link data). Thepersona system 100 logs the event in block 1508 (e.g., by the web ID).

In block 1510, the user device 102 installs the newly downloadedapplication and opens the application for the first time. In block 1512,the user device 102 transmits app event data 300-1 including a device IDto the event handling system 104. In blocks 1514-1516, the personasystem 100 logs the app event data, matches the persona including thedevice ID to the persona including the web ID (e.g., based ondevice/browser metadata), and attributes the installation of theapplication to the selection of the system link 126. In blocks1518-1520, the event handling system 104 may then optionally transmit aresponse to the user device 102 that is handled by the app module 114.For example, the event handling system 104 (e.g., app response module500) may redirect the newly installed application to the resource (e.g.,application state) identified in the selected system link 126.

Although the method of FIG. 15 describes attribution of an appinstallation event to selection of a system link, app installationevents, and other types of events, may be attributed other types of linkselection events. For example, events may be attributed to link clicksor other custom events that are reported to the event handling system104 by the web/app module 114, 116. Also note that the selected systemlink in FIG. 15 may have been generated in a variety of different ways,such as via a sharing event with another user or by a partner deviceinteracting with the partner interface system 108. In the case that theselected system link was generated by another user via a sharing event,the app installation event may be attributed to an event in the user'spersona that shared the link.

FIG. 16 illustrates an example method describing operation of theattribution system 110 in the scenario where an app open event isattributed to a link selection event. In the method of FIG. 16, it maybe assumed that the system link 126 is for a partner's application thatis installed on the user device 102. It may also be assumed that theuser device 102 is configured to redirect system links to the eventhandling system 104 using the web browser. Initially, in blocks1600-1604, the user selects a system link 126 on the user device 102 andthe web browser 136 handles the link selection and transmits link eventdata 300-2 to the event handling system 104. In block 1606, the eventhandling system 104 (e.g., web response module 502) redirects the userdevice 102 (e.g., web browser 136) to open the application andoptionally sets a web ID, if a web ID was not received in the eventdata. The persona system 100 logs the event in block 1608 (e.g., indexedby the web ID).

In blocks 1608-1610, the user device 102 opens the application andgenerates app event data 300-1 (including a device ID) that istransmitted to the event handling system 104. In blocks 1614-1616, thepersona system 100 logs the app event data, matches the personaincluding the device ID to the persona including the web ID (e.g., basedon device/browser metadata), and attributes the opening of theapplication to the selection of the system link. In blocks 1618-1620,the event handling system 104 may then optionally transmit a response tothe user device 102 that is handled by the app module 114. For example,the event handling system 104 (e.g., app response module 500) mayredirect the newly installed application to the resource (e.g.,application state) identified in the selected system link 126.

FIG. 17 illustrates an example method for modifying behavior of anaccessed webpage based on the installation status of an applicationassociated with the webpage. In the method of FIG. 17, the web module116 may be configured to modify the webpage based on the installationstatus of an application. For example, the web module 116 may beconfigured to include a user-selectable application link that accesses astate of an application if the application is installed on the userdevice 102. For example, if the application is installed, the web module116 may provide a link to an application state that is similar to thewebpage being viewed. In a specific example, a partner may operatewebsites and corresponding applications that include similar contentthat can be accessed by the partner's website and/or partner'sapplication. Example similar content may include, but is not limited to,pages including products for sale, services for sale, hotel/roomaccommodations, music for playing, images/videos, blog posts, and newsarticles.

Example types of application links may include hyperlinks within thewebpage and/or banner links that overlay the webpage. The applicationlink may be generated by the web module 116 and/or the web responsemodule 502, depending on how the partner configures the web module 116and/or the web response module 502. In some implementations, the webresponse module 502 may generate the application link based on dataincluded in the web event (e.g., based on the web URL) or content on thewebpage based on configurations specified by the partner. For example,the partner may specify that portions of the web URL and/or the webpagecontent be used to generate the application link. In theseimplementations, the web response module 502 may respond to the webevent with routing data that can route the user to the application statewhen the application link is selected. For example, the user device 102(e.g., the OS 134) may recognize the format of the routing data (e.g.,the domain and/or path) as capable of being handled by an applicationinstalled on the user device 102. In this case, the user device 102(e.g., the OS 134) may launch the application and pass the routing data(e.g., URL) to the launched application. Example routing data mayinclude a domain name (e.g., example.com or www.example.com) and a path(e.g., example.com/path_segment1/path_segment2/). The partner mayspecify the format of the routing data along with instructions forcompleting any routing data based on the web URL and/or other data, suchas webpage content.

In some implementations, the web response module 502 may be configuredto respond to the web event with an indication of whether theapplication is installed. In these implementations, if the web responsemodule 502 responds that the application is installed, the web module116 may generate the application link (e.g., based on the web URL and/orpage data).

The application referred to with respect to FIG. 17 may be referred toas an “Example App.” Initially, in block 1700, the persona matchingmodule 512 matches a web ID and device ID (e.g., as a probabilisticmatch or strong match) from a user device such that future web eventsand app events received from the user device can be associated with theuser device. The device ID is associated with event data generated bythe Example App. In some cases, the device ID may have been associatedwith the installation of the Example App (i.e., an installation event).In other cases, the device ID may have been associated with another typeof app event originating from the Example App. In any case, receipt ofthe app event including the device ID indicates that the Example App isinstalled on the user device.

In block 1702, the web response module 502 receives web event dataincluding the web ID. In some implementations, the web event data mayalso include a request for routing data for the Example App. In otherimplementations, the web response module 502 may be configured toprovide the routing data for the Example App without an explicitrequest. In block 1704, the web response module 502 queries the personasystem 100 to determine whether the Example App is installed. In block1706, the persona system 100 responds by indicating that the Example Appis installed. In block 1708, the web response module 502 responds to theweb event by transmitting routing data for the application link and/ortransmitting an installation status of the Example App.

In block 1710, the web browser 136 (e.g., the web module 116) displaysthe application link on the webpage. In block 1712, the user selects(e.g., touches/clicks) the application link and the installed ExampleApp accesses the application state (e.g., application page) associatedwith the application link.

FIG. 18 illustrates an example scenario where multiple personas 1800-1,1800-2, 1800-3, 1800-4 are matched to one another using probabilisticmatching. Subsequently, the persona system 100 receives app event data1802 including both a device ID and a web ID. The persona system 100makes a strong match in response to receipt of the app event data 1802and merges the data from persona 4 1800-4 into persona 1 1800-1 alongwith the new event.

FIG. 18 illustrates four initial personas 1800. Personas 1-3 1800-1,1800-2, 1800-3 were generated in response to web events that includedweb IDs 1-3. Specifically, personas 1-3 were generated in response tolink selections 1-3, respectively. Persona 4 1800-4 was generated inresponse to an application open event.

The personas 1800 illustrate a scenario where an application open event(e.g., a first application open) in persona 4 1800-4 may be attributedto one or more previous link selections in personas 1-3 1800-1, 1800-2,1800-3. Personas 1-3 include matching scores 0.91, 0.90, and 0.45,respectively. In FIG. 18, it can be assumed that the persona system 100uses a threshold matching score of 0.85 to determine attribution. Inthis case, the persona attribution module 514 may determine that theapplication open in persona 4 can be attributed to the link selectionsin personas 1-2. The matching score of 0.45 associated with persona 3may not be considered for attribution since it is less than thethreshold matching score. In some implementations, the personaattribution module 514 may refrain from assigning a matching score to apersona if the matching score is less than the threshold matching score.

The multiple possible attributions associated with personas 1-4 1800illustrates how there may be some ambiguity present from an attributionstandpoint. For example, an app open event should generally beattributed to a single link selection, instead of two link selections.In these cases, the persona attribution module 514 can select single apersona for attribution from the multiple possible personas. Forexample, the persona attribution module 514 may make an attributionbased on the matching score, such as selecting the personas associatedwith the highest matching score. As another example, the personaattribution module 514 may make an attribution associated with the timethe persona is received, such as selecting the most recent persona formatching.

In FIG. 18, the persona system 100 receives app event data 1802 thatincludes web ID 1 and device ID 4. The app event data 1802 includes anevent identifier for a “New Event” (e.g., any of the events describedherein) at time T5. The app event data 1802 provides a strong matchbetween device ID4 and web ID1. In response to the app event data 1802,the persona system 100 (e.g., the persona generation module 510) mergesthe data of persona 4 1800-4 and persona 1 1800-1. For example, themerged persona 1804 includes web ID1, device ID4, the events frompersona 1 and persona 4, and the new event. After generating the mergedpersona 1804, the persona attribution module 514 may update theattribution data associated with the app open event at T4. For example,the persona attribution module 514 may delete the ambiguous matchingscores. In some cases, after generating the merged persona 1804, thepersona system 100 (e.g., persona generation module 510) may delete theolder persona 1 and persona 4 data.

As described herein, the attribution system 110 can generate and storematching scores (e.g., probabilistic scores) to use for determining howto handle future received event data. FIG. 19 illustrates an examplemethod describing routing of a user device based on a previouslydetermined matching score. In block 1900, the persona system 100generates a first persona in response to received first web event datathat was generated from a first web event. The first persona may includea first device ID and web browser metadata. In block 1902, the personasystem 100 generates a second persona in response to received first appevent data that was generated from a first app event. The second personamay include a second device ID and device metadata. In block 1904, thepersona matching module 512 determines a matching score (e.g., greaterthan the threshold matching score) associated with the first persona andthe second persona.

In block 1906, the event handling system 104 receives second web eventdata generated from a second web event. The second web event dataincludes the first device ID and data associated with an applicationstate. In block 1908, the event handling system 104 receives second appevent data generated from a second app event. The second app event dataincludes the second device ID. The persona system 100 may generatepersonas for the second web event data and the second app event data(e.g., personas for each set of event data).

In the method of FIG. 19, it can be assumed that the event handlingsystem 104 is configured to handle the second app event by routing theuser device to an application state in the case that the app event isattributed to a prior web event that includes application state data. Inblock 1910, in response to receiving the second app event data and basedon the previously determined matching score, the persona attributionmodule 514 may attribute the second app event to the second web event.In block 1912, the event handling system 104 may then transmit routingdata to the user device for opening the application state associatedwith the application state data included in the second web event data.As described herein, in some implementations, the persona system 100 mayupdate the previously determined matching score based on the metadataassociated with the second web event data and the second app event data.

Although device IDs may uniquely identify a user device, in some cases,the same user device may be used by more than one person. In this case,the persona system 100 may differentiate between users of the same userdevice based on the user identification data (e.g., a username and appID). For example, the persona generation module 510 may generatedifferent personas for the same device IDs if the device IDs areassociated with different username-app ID combinations. The personamatching module 512 may match personas that include the same device IDsand username-app ID combinations, and refrain from matching personashaving the same device IDs and different username-app ID combinations.In some implementations, user identification data (e.g., usernames) canbe used along with device IDs, or instead of device IDs, to identify apersona.

Although an event can be attributed to a single prior event, in someimplementations of the attribution system 110, the persona attributionmodule 514 may be configured to attribute a single event to multipleprior events. For example, if the persona matching module 512 matches asingle persona to multiple additional personas, the persona attributionmodule 514 may attribute an event in the single persona to events in themultiple additional personas. In this example, the prior events may comefrom multiple different sources, as indicated by source data associatedwith the prior events. The multi-source attribution data may be reportedto the partner.

The system link data objects 602 and the persona data objects 600described herein represent data stored in the link data store 504 andthe persona data store 508, respectively. The data stores 504, 508 mayinclude a variety of different data structures that are used toimplement the system link data objects 602 and the persona data objects600. For example, the system link data objects 602 and the persona dataobjects 600 may be implemented using one or more different datastructures.

Modules and data stores included in the systems (e.g., the personasystem 100, event handling system 104, link system 106, and partnerinterface system 108) represent features that may be included in thesystems of the present disclosure. The modules and data stores describedherein may be embodied by electronic hardware, software, firmware, orany combination thereof. Depiction of different features as separatemodules and data stores does not necessarily imply whether the modulesand data stores are embodied by common or separate electronic hardwareor software components. In some implementations, the features associatedwith the one or more modules and data stores depicted herein may berealized by common electronic hardware and software components. In someimplementations, the features associated with the one or more modulesand data stores depicted herein may be realized by separate electronichardware and software components.

Although the technology associated with the attribution system 110, appmodule 114, and web module 116 are described herein as being provided topartners (e.g., software developers), the technology may be implementedin other manners. For example, one or more parties may implement thetechnologies described herein according to different arrangements.

The modules and data stores may be embodied by electronic hardware andsoftware components including, but not limited to, one or moreprocessing units, one or more memory components, one or moreinput/output (I/O) components, and interconnect components. Interconnectcomponents may be configured to provide communication between the one ormore processing units, the one or more memory components, and the one ormore I/O components. For example, the interconnect components mayinclude one or more buses that are configured to transfer data betweenelectronic components. The interconnect components may also includecontrol circuits (e.g., a memory controller and/or an I/O controller)that are configured to control communication between electroniccomponents.

The one or more processing units may include one or more centralprocessing units (CPUs), graphics processing units (GPUs), digitalsignal processing units (DSPs), or other processing units. The one ormore processing units may be configured to communicate with memorycomponents and I/O components. For example, the one or more processingunits may be configured to communicate with memory components and I/Ocomponents via the interconnect components.

A memory component (e.g., main memory and/or a storage device) mayinclude any volatile or non-volatile media. For example, memory mayinclude, but is not limited to, electrical media, magnetic media, and/oroptical media, such as a random access memory (RAM), read-only memory(ROM), non-volatile RAM (NVRAM), electrically-erasable programmable ROM(EEPROM), Flash memory, hard disk drives (HDD), magnetic tape drives,optical storage technology (e.g., compact disc, digital versatile disc,and/or Blu-ray Disc), or any other memory components.

Memory components may include (e.g., store) data described herein. Forexample, the memory components may include the data included in the datastores (e.g., system link data objects 602 and persona data objects600). Memory components may also include instructions that may beexecuted by one or more processing units. For example, memory mayinclude computer-readable instructions that, when executed by one ormore processing units, cause the one or more processing units to performthe various functions attributed to the modules and data storesdescribed herein.

The I/O components may refer to electronic hardware and software thatprovides communication with a variety of different devices. For example,the I/O components may provide communication between other devices andthe one or more processing units and memory components. In someexamples, the I/O components may be configured to communicate with acomputer network. For example, the I/O components may be configured toexchange data over a computer network using a variety of differentphysical connections, wireless connections, and protocols. The I/Ocomponents may include, but are not limited to, network interfacecomponents (e.g., a network interface controller), repeaters, networkbridges, network switches, routers, and firewalls. In some examples, theI/O components may include hardware and software that is configured tocommunicate with various human interface devices, including, but notlimited to, display screens, keyboards, pointer devices (e.g., a mouse),touchscreens, speakers, and microphones. In some examples, the I/Ocomponents may include hardware and software that is configured tocommunicate with additional devices, such as external memory (e.g.,external HDDs).

In some implementations, the systems may include one or more computingdevices that are configured to implement the techniques describedherein. Put another way, the features attributed to the modules and datastores described herein may be implemented by one or more computingdevices. Each of the one or more computing devices may include anycombination of electronic hardware, software, and/or firmware describedabove. For example, each of the one or more computing devices mayinclude any combination of processing units, memory components, I/Ocomponents, and interconnect components described above. The one or morecomputing devices of the systems may also include various humaninterface devices, including, but not limited to, display screens,keyboards, pointing devices (e.g., a mouse), touchscreens, speakers, andmicrophones. The computing devices may also be configured to communicatewith additional devices, such as external memory (e.g., external HDDs).

The one or more computing devices of the systems may be configured tocommunicate with the network 120 of FIG. 1. The one or more computingdevices of the systems may also be configured to communicate with oneanother (e.g., via a computer network). In some examples, the one ormore computing devices of the systems may include one or more servercomputing devices configured to communicate with user devices. The oneor more computing devices may reside within a single machine at a singlegeographic location in some examples. In other examples, the one or morecomputing devices may reside within multiple machines at a singlegeographic location. In still other examples, the one or more computingdevices of the systems may be distributed across a number of geographiclocations.

What is claimed is:
 1. A method comprising: generating, at a computingdevice, a first data object that includes a first device identifier (ID)and web browser metadata that are associated with a web browserapplication on a user device; generating, at the computing device, asecond data object that includes a second device ID and device metadatathat are associated with an installed application on the user device;determining, at the computing device, a matching score based on the webbrowser metadata and the device metadata, wherein the matching scoreindicates that the first device ID and the second device ID are likelyassociated with the user device; receiving, at the computing device, webevent data from the user device, the web event data generated inresponse to a user action on the web browser application, wherein theweb event data includes the first device ID, and wherein the web eventdata includes data associated with an application state; receiving, atthe computing device, application event data from the user device thatis generated by the installed application, wherein the application eventdata includes the second device ID, wherein the web event data and theapplication event data are received subsequent to generating the firstdata object and the second data object; and in response to receiving theapplication event data and determining the matching score indicates thatthe first and second device IDs are likely associated with the userdevice, transmitting a response to the user device including routingdata configured to route the installed application to the applicationstate associated with the web event data.
 2. The method of claim 1,further comprising: comparing the matching score to a threshold matchingscore; and determining that the matching score indicates the firstdevice ID and the second device ID are likely associated with the userdevice when the matching score is greater than the threshold matchingscore.
 3. The method of claim 1, wherein the first device ID is a webcookie ID, and wherein the second device ID is an ID that is accessed bythe installed application.
 4. The method of claim 1, wherein the webbrowser metadata and the device metadata include internet protocol (IP)addresses, and wherein the method comprises determining the matchingscore based on the IP addresses included in the web browser metadata andthe device metadata.
 5. The method of claim 1, wherein the web browsermetadata and the device metadata include the same internet protocol (IP)address, the method further comprising: prior to receiving the web eventdata and the application event data, receiving prior instances ofadditional web event data and prior instances of additional applicationevent data associated with the same IP address as the web browsermetadata and the device metadata; and determining the matching scorebased on the number of instances of the additional web event data andthe additional application event data that include the same IP addressas the web metadata and the device metadata.
 6. The method of claim 1,wherein the web browser metadata and the device metadata include devicetype data that is descriptive of the user device, and wherein the methodcomprises determining the matching score based on the device type dataincluded in the web browser metadata and the device metadata.
 7. Themethod of claim 1, wherein the web browser metadata and the devicemetadata include device type data that is descriptive of the userdevice, the method further comprising: receiving instances of additionalweb event data and instances of additional application event dataincluding device type data that is descriptive of the user device; anddetermining the matching score based on the number of instances ofadditional web event data and the number of instances of additionalapplication event data.
 8. The method of claim 1, wherein the webbrowser metadata and the device metadata include screen resolution data,and wherein the method comprises determining the matching score based onthe resolution data included in the web browser metadata and the devicemetadata.
 9. The method of claim 1, wherein the web browser metadataincludes a username and a website identifier that identifies a website,wherein the device metadata includes the username and an applicationidentifier that identifies the installed application, and wherein themethod comprises determining that the first device ID and the seconddevice ID are likely associated with the user device based ondetermining that the usernames match and the application identifiermatches the website identifier.
 10. The method of claim 1, wherein thefirst data object includes a first event identifier that identifies auser action on the web browser application, and wherein the second dataobject includes a second event identifier that identifies an actionassociated with the installed application.
 11. The method of claim 10,wherein the user action on the web browser application was a selectionof a web link, and wherein the action associated with the installedapplication is the initial opening of the installed application afterinstallation.
 12. The method of claim 1, further comprising: generating,at the computing device, a third data object based on the received webevent data, wherein the third data object includes the first device IDand a first event identifier, and wherein the first event identifierindicates that the web event data was generated by the user device inresponse to user selection of a web link; and generating, at thecomputing device, a fourth data object based on the received applicationevent data, wherein the fourth data object includes the second device IDand a second event identifier, and wherein the second event identifierindicates that the application event data was generated by the userdevice in response to the opening of the installed application.
 13. Themethod of claim 1, further comprising: generating, at the computingdevice, a third data object based on the received web event data,wherein the third data object includes the first device ID; generating,at the computing device, a fourth data object based on the receivedapplication event data, wherein the fourth data object includes thesecond device ID; receiving, at the computing device, subsequentapplication event data from the user device, wherein the subsequentapplication event data includes the first device ID and the seconddevice ID; and in response to receiving the subsequent application eventdata, generating a fifth data object based on data included in the firstdata object, the second data object, the third data object, the fourthdata object, and the subsequent application event data.
 14. The methodof claim 1, further comprising: storing the matching score; receivingthe web event data and the application event data after storing thematching score; and retrieving the matching score in response toreceiving the application event data.
 15. A system comprising: one ormore storage devices configured to store: a first data object thatincludes a first device identifier (ID) and web browser metadata thatare associated with a web browser application on a user device; and asecond data object that includes a second device ID and device metadatathat are associated with an installed application on the user device;and one or more processing units that execute computer-readableinstructions that cause the one or more processing units to: determine amatching score based on the web browser metadata and the devicemetadata, wherein the matching score indicates that the first device IDand the second device ID are likely associated with the user device;receive web event data from the user device, the web event datagenerated in response to a user action on the web browser application,wherein the web event data includes the first device ID, and wherein theweb event data includes data associated with an application state;receive application event data from the user device that is generated bythe installed application, wherein the application event data includesthe second device ID, wherein the web event data and the applicationevent data are received subsequent to generating the first data objectand the second data object; and in response to receiving the applicationevent data and determining the matching score indicates that the firstand second device IDs are likely associated with the user device,transmit a response to the user device including routing data configuredto route the installed application to the application state associatedwith the web event data.
 16. The system of claim 15, wherein the one ormore processing units are configured to: compare the matching score to athreshold matching score; and determine that the matching scoreindicates the first device ID and the second device ID are likelyassociated with the user device when the matching score is greater thanthe threshold matching score.
 17. The system of claim 15, wherein thefirst device ID is a web cookie ID, and wherein the second device ID isan ID that is accessed by the installed application.
 18. The system ofclaim 15, wherein the web browser metadata and the device metadatainclude internet protocol (IP) addresses, and wherein the one or moreprocessing units are configured to determine the matching score based onthe IP addresses included in the web browser metadata and the devicemetadata.
 19. The system of claim 15, wherein the web browser metadataand the device metadata include the same internet protocol (IP) address,and wherein the one or more processing units are configured to: prior toreceiving the web event data and the application event data, receiveprior instances of additional web event data and prior instances ofadditional application event data associated with the same IP address asthe web browser metadata and the device metadata; and determine thematching score based on the number of instances of the additional webevent data and the additional application event data that include thesame IP address as the web metadata and the device metadata.
 20. Thesystem of claim 15, wherein the web browser metadata and the devicemetadata include device type data that is descriptive of the userdevice, and wherein the one or more processing units are configured todetermine the matching score based on the device type data included inthe web browser metadata and the device metadata.
 21. The system ofclaim 15, wherein the web browser metadata and the device metadatainclude device type data that is descriptive of the user device, andwherein the one or more processing units are configured to: receiveinstances of additional web event data and instances of additionalapplication event data including device type data that is descriptive ofthe user device, and determine the matching score based on the number ofinstances of additional web event data and the number of instances ofadditional application event data.
 22. The system of claim 15, whereinthe web browser metadata and the device metadata include screenresolution data, and wherein the one or more processing units areconfigured to determine the matching score based on the resolution dataincluded in the web browser metadata and the device metadata.
 23. Thesystem of claim 15, wherein the web browser metadata includes a usernameand a website identifier that identifies a website, wherein the devicemetadata includes the username and an application identifier thatidentifies the installed application, and wherein the one or moreprocessing units are configured to determine that the first device IDand the second device ID are likely associated with the user devicebased on determining that the usernames match and the applicationidentifier matches the website identifier.
 24. The system of claim 15,wherein the first data object includes a first event identifier thatidentifies a user action on the web browser application, and wherein thesecond data object includes a second event identifier that identifies anaction associated with the installed application.
 25. The system ofclaim 24, wherein the user action on the web browser application was aselection of a web link, and wherein the action associated with theinstalled application is the initial opening of the installedapplication after installation.
 26. The system of claim 15, wherein theone or more processing units are configured to: generate a third dataobject based on the received web event data, wherein the third dataobject includes the first device ID and a first event identifier, andwherein the first event identifier indicates that the web event data wasgenerated by the user device in response to user selection of a weblink; and generate a fourth data object based on the receivedapplication event data, wherein the fourth data object includes thesecond device ID and a second event identifier, and wherein the secondevent identifier indicates that the application event data was generatedby the user device in response to the opening of the installedapplication.
 27. The system of claim 15, wherein the one or moreprocessing units are configured to: generate a third data object basedon the received web event data, wherein the third data object includesthe first device ID; generate a fourth data object based on the receivedapplication event data, wherein the fourth data object includes thesecond device ID; receive subsequent application event data from theuser device, wherein the subsequent application event data includes thefirst device ID and the second device ID; and in response to receivingthe subsequent application event data, generate a fifth data objectbased on data included in the first data object, the second data object,the third data object, the fourth data object, and the subsequentapplication event data.
 28. The system of claim 15, wherein the one ormore processing units are configured to: store the matching score;receive the web event data and the application event data after storingthe matching score; and retrieve the matching score in response toreceiving the application event data.